A Study on Women Consumers’ Preferences Towards Visual Media (With Reference To Chennai City)

Consumption is the soul and the purpose of all production. A consumer is one who does some physical activities and deliberates to take decisions concerning purchase and to dispose off on to evaluate products and services. Consumer is “an individual who purchases products or services for his own or his family’s personal use”. Consumer purchasing behavior covers “all activities and decisions which relate to choosing products, purchasing and postpurchasing use”. The consumers differ from each other by age, income, life style, character, sex etc and all these influence their purchasing decisions. The consumer is not as trusting, loyal and malleable than in the past. Having and preserving their independence and individuality is highly valued by today’s consumers, even more than being in conformity with social norms. The domination of visual media and internet makes the consumers more unpredictable. The consumer’s preference keeps on changing from time to time. The process of consumption has long been associated with sex and gender, thus, it comes no surprise that consumer researchers often examine the effects of these variables on consumer behavior. Men and women are different consumers. Paco Underhill who has researched retail shopping over 20 years wrote in his book “why we buy: The science of shopping”, Men are less predictable than women. This article deals with women consumers’ preferences towards visual media.